Dress to Impress: The Importance of Product Packaging

Product packaging can and does influence consumer behaviour. For a lot of companies in the food and beverage industry, packaging is the only way they have to communicate with a large portion of their consumers. The next time you’re in the supermarket, pick any product and see how many other options you have to choose from. Count the competitors and the own brand alternatives. How can a single product stand out?

Studies have estimated that 60-70% of buying decisions are made in the supermarket. Although some consumers have a general idea of what they want and others have researched and planned exactly what they want to purchase, many still rely on impulse when making their in-store decisions. This is where product packaging plays a key role. Product packaging is among the best marketing tools when it comes to directly communicating and influencing consumers.

Everything from the colour of the packaging to the fonts used to the material it’s made out of, all play a part in catching the consumer’s eye and a lot of research and design work has been done perfecting the art of packaging.

So, you’ve formulated your new product, you love the taste and the packaging and it’s ready to go on the shelves.

But will your packaging effectively communicate and influence Irish consumers? How do you know the packaging you’ve designed will have the intended effect?

The answer is simple. Consumer testing.

 Innovate Solutions help food & beverage companies & retailers in Ireland to grow their sales and profitability. Our range of sensory product testing and research services deliver an independent view of consumer taste and preference. Contact [email protected] for more details

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